Burger King Film, Outdoor, DM, Case study Mystery Burger [image] by Buzzman Paris

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Mystery Burger [image]

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Industry Fast food
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing, Case study
Market France
Agency Buzzman Paris
Creative Director Jean Christophe Royer
Art Director Julien Doucet
Copywriter Lilian Moine
Production Bollywood
Director Jan Boon
Released September 2017


Eurobest Awards 2017
Media Use Of Ambient Media: Small Scale Silver Eurobest

Credits & Description

Client: Burger King
Product (Service): Mystery Burger
Agency: Buzzman Paris, France
Entrant: Buzzman Paris, France
Idea Creation: Buzzman Paris, France
Media Placement: Mec Paris, France
Production: Buzzman Paris, France
Production 2: Bollywood Paris, France
Production 3: Firm Studio Paris, France
Marketing Director: Béatrice Roux (Burger King)
Marketing Project Manager: BERENICE CHARLES (Burger King)
Marketing Project Manager: STEPHANIE PEGUET (Burger King)
Marketing Project Manager: CLEMENCE LE TANNOU (Burger King)
Marketing Project Manager: Carole Rousseau (Burger King)
Marketing Project Manager: Marine Dupas (Burger King)
President and Executive Creative Director: GEORGES MOHAMMED-CHERIF (Buzzman)
Vice-President: Thomas Granger (Buzzman)
Managing Director: Julien Levilain (Buzzman)
Creative Director: Jean-Christophe Royer (Buzzman)
Art Director: Julien Doucet (Buzzman)
Copywriter: Lilian Moine (Buzzman)
Creative Assistant: Thibault Picot (Buzzman)
Copywriter Assistant: Rayenne Ait Tahar (Buzzman)
Account Director: Pierre Guengant (Buzzman)
Account Manager: Loïc Coelho (Buzzman)
Account Executive: CLEMENCE GATEAU (Buzzman)
Account Executive Assistant: Antoine Boizeau (Buzzman)
Strategic Planner: Julien Pacull (Buzzman)
Head of Social Media: Julien Scaglione (Buzzman)
Social Media Manager: Marie Le Scao (Buzzman)
Social Media Manager: Elise Lassimoulie (Buzzman)
Head of PR & Communication: AMELIE JUILLET (Buzzman)
PR & Communication Assistant: Victoria Morin (Buzzman)
PR & Communication Assistant: Kenza Bennani (Buzzman)
Head of TV Production: Vanessa Barbel (Buzzman)
Production company / Director: Bollywood /Jan Boon (Bollywood)
Post Production: FIRM (Firm)
Date: September, 2017
The Campaign
To promote the rest of our burgers, we created the Mystery Burger promotion. It’s a simple white box marked by a question mark that could contain any of our 10 burgers, randomly selected, for only 2€. Less than half the normal price.
And you can’t know what’s inside the box before you open it. A kind of burger lottery in the end with a trick: you always win.
Creative Execution
To present our fans and prospects the Mystery Burger promotion, we decided to establish a game with them around this mysterious white box that could contain one of our 10 burgers at random.
A 100% winning but unpredictable game that finds its outcome when you finally open the box to discover what you got.
An affordable game, only 2€, without any risk: whatever you’ll get, you would be disappointed as all Burger King’s burgers taste good.
From the dedicated TVC to our national OOH and DOH campaign, our interactive mobile banners, publications on Social Media and instore communication, all the creations we produced were about installing this game with our clients, tease them and create the desire to come and try the promotion.
In terms of business, we had to relaunch 3 times the box's production and finally sold 2.5 million boxes (vs 800 000 we've expected).
37% of our tickets during the period contained a Mystery Burger (77% of them were additional sales). We observed an increase of 17K€ of turnover per restaurant in average and traffic instore litteraly exploded: +14% during the period and +41% new clients.
And regarding our communication plan, the campaign also found its audience as more than 494 million contacts have been reached. The brand awareness considerably grown thanks to this operation: +1
6% (Google Brand Lift Survey).
And finally, people's enthousiasm have also been seen thanks to the 35 500 interactions we had on our publications and the dozens of videos that appears on social networks from anonymous opening a Mystery Burger's box that generated over 2.4 millions organic views.
Mystery Burger is a promotion that Burger King launched in France in September 2017 to promote its whole range of burgers.
To reach the largest audience possible and create traffic instore, we launched a campaign supported by a media plan and a sales promotion.
Insights, Strategy and the Idea
Two main targets were pursued with this activation:
1/ our current clients to whom we wanted to present our complete burgers' range and encourage additional selling
2/ new potential clients, attracted by the hard promotion (only 2€), that we aimed to recruit and convert as regular clients once they’ve tried our burgers.
To reach them and drive trafic instore, we built an integrated media plan mixing a mass media (TV, OOH and DOH, VOL) and a more tactical approach (social media, mobile banners, SEA, instore communication) in order to guide our clients and prospects's purchase funnel.